Millions of Americans will gather to watch the Super Bowl this coming Sunday, but not everyone will be solely interested in the game between the Pittsburgh Steelers and Green Bay Packers. The commercials routinely draw hoards of viewers, itching to see the latest offerings from known brands, like Coca-Cola, Mercedes-Benz and . . . Groupon?
The media darling and supplier of digital coupons to millions around the globe will air its own commercial during the game this year, highlighting the company's ascendancy from relatively unknown startup to a prominent fixture in the zeitgeist. To build awareness of its brand, Groupon hired Crispin Porter & Bogusky – known for the unique ad campaigns it has crafted for Burger King and Domino's – to create its commercials.
Rob Solomon, Groupon's president and chief operating officer, told reporters that the company "decided it was time to expose this brand in a big way, on the biggest stage." In American media, there is no bigger stage than the Super Bowl, which last year drew some 106 million people. The challenge of pleasing the often fickle American public "daunts the heck out of us," Solomon said, but "Groupon has become a pretty interesting brand, and as a first-time advertiser we should be able to compete effectively."
Groupon's ad will air during the third quarter of the game and will have an "irreverent and humorous" tone, according to Solomon. Groupon recently rejected a $6 billion big by Google and privately raised $950 million.